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Anheuser-Busch InBev to Restructure U.S. Sales, Marketing

Unknown number of jobs will be cut.

February 17, 2010, 07:00 pm

ST. LOUIS -- Anheuser-Busch InBev NV's U.S. unit plans to restructure its sales and marketing departments in an effort to make the brewing giant more efficient, which will include unspecified job cuts, The Wall Street Journal reported.

The world's largest brewer by sales revealed in an internal memorandum that it will revamp its brand marketing group to have more employees focused on its major beer products.

In the memo, Dave Peacock, president of Anheuser's U.S. arm, said the "moves are designed to simplify our business and reflect our focus on the consumer." He noted changes would begin this week and mostly be completed by mid-year.

In addition, Anheuser-Busch InBev will add three new regional sales offices -- in St. Louis, Denver and Charlotte -- to its five existing offices, in an effort to allow regional managers to spend more time with distributors and retailers. The company will also integrate the sales departments of its company-owned distributors into the brewer's sales division.

In an interview with The Wall Street Journal, Peacock said the restructuring is part of the company's ongoing efforts "to reduce costs and grow the top line." He declined to say the number of jobs to be cut, partly because details are still under discussion. Peacock added the restructuring won't affect many areas of the company, and will result in promotions for some staffers.

He also told the newspaper the changes are not linked to recent sales-volume declines for big brands including Bud Light and Budweiser, but instead are part of a focus on long-term growth.

Since InBev NV acquired Anheuser-Busch Cos. in 2008, the combined entity has shed more than 1,400 of its U.S. employees, revamped its compensation system and required its vendors wait as long as 120 days to be paid for products or services, according to the report.